Less than two months ago American Media Inc acquired Men’s Journal from Wenner Media. Many including us wondered why AMI would want to own two magazines (Men’s Fitness ad Men’s Journal) that catered to the same audience. Then we remembered that they owned multiple other publications that also had overlapping audiences. But it looks like the plan all along was to acquire Men’s Journal to create an even bigger more high quality print product which is exactly what AMI is doing. The company announced that it was folding the print edition of Men’s Fitness into Men’s Journal which would increase Men’s Journal’s circulation by 66% to to 1.25 million, a big jump but still far behind Men’s Health’s more than 1.8 million. AMI is also upgrading the print quality of the magazine, a play to attract more high end advertisers. Men’s Fitness will still live on via its website for now operating separately from the Men’s Journal website. Folding Men’s Fitness into Men’s Journal immediately erases the limits AMI faced with the “Men’s Fitness” brand name. Though the magazine attempted to pivot to a more general men’s lifestyle focus, the name kept it anchored to the fitness crowd and the high end advertisers never really came. Now with Men’s Journal, AMI finally gets to move forward with that plan and without any limitations.
Said Men’s Journal chief revenue officer Jay Gallagher:
Today’s affluent men are looking for, and eager to invest in, curated experiences and adventures. AMI believes that Men’s Journal is well positioned to meet these consumer demands by extending our national footprint and deepening our authority in this space.
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